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The video tutorial discusses the idea of starting a vegan restaurant in Puzzler to cater to the needs of vegans who work in the area. The protagonist, Joe, who is a vegan himself, realizes the lack of options for vegan lunches in the area and wonders if there is a demand for a vegan restaurant. To start, he defines his target customers as vegans who work or live in Puzzler, and further narrows it down by identifying people with similar problems as his initial customers. This step helps in better understanding the target market and allows for future expansion if needed.